Sustainability and Branding: An Integrated Perspective of Eco-innovation and Brand

Eco-innovation presents a tool that helps companies to transform environmental constraints into opportunities and advantages such as cost reduction, better reputation, benefit for new markets. The purpose of the paper is evaluate perception eco-innovation green brands in context sustainability Slovakia their mutual relation. applied research focused on brands. survey was realized by Kano model provides customers’ opinions regarding requirements monitored object. In our case, object ecological innovation evaluated terms selected parameters. To generalize relationships among examined parameters, cluster analysis identify clusters parameters innovations. aim contribution present output form dendrogram showing graphical grouping related objects three include according customers.